Best Multicultural Campaign: 2015

Teens 4 Pink provides African American teens with necessary tools to talk to loved ones about breast cancer, including the importance of early detection, annual checkups and mammograms.

A representative from Chamberlain Healthcare Public Relations explained that African American women are more likely to die from breast cancer than Caucasian women. Studies indicate a variety of contributing reasons, including late diagnosis and a longer time between diagnosis and treatment.

Sisters Network, the only national African American breast-cancer survivorship organization, and Eisai developed the program to save lives by empowering teens to educate their family members and loved ones.

Pilots launched in January 2014 in Houston, TX, and Memphis, TN. Teens were recruited as “Pink Ambassadors” through general information presentations at Girl Scouts meetings, schools and churches.

Teens4pink.org serves as the program's online hub.

The agency media trained local spokespeople, including participating teens, and conducted tailored local media outreach.

After launch, a survey revealed that nearly 66% of women reported their knowledge of breast health increased significantly; 85% would be willing to get a mammogram; and 86% would be willing to perform regular self-exams.

“A terrific advocacy builder for young people!” one judge exclaimed.

Another judge was impressed by the strategy of “activating teens as a media channel.”